BELGIUM
23%
45%
In Belgium, Delhaize Group operates a wide variety of company-operated and
affiliated store formats including supermarkets and proximity stores and it aims
to accelerate its online presence with Delhaize.be. At the end of 2014, Delhaize
Belgium operated 880 stores in Belgium and Luxembourg, a net increase of
28 stores compared to 2013.
of Group revenues in Belgium
In 2014, around 45% of
Delhaize Belgium revenues
came from affiliated
Delhaize stores.
Market
Delhaize Belgium Strategy
PERFORMANCE
In Belgium, and including the Grand Duchy of
Luxembourg, Delhaize continued to operate in a
challenging environment in 2014 as Belgium slid
into deflation, the economy hardly progressed
and consumer confidence declined further from
an already low December 2013 base. Nation
wide elections in May 2014 and the formation of
a new government also encouraged consumers
to save rather than spend.
Despite these headwinds, Delhaize Belgium
continued to focus on providing the best
products at great value to our customers.
The Transformation Plan was announced in
mid-2014 and agreed to in February 2015 to
address Delhaize Belgium's growing structural
cost gap vis-a-vis competitors and to ensure
that Delhaize Belgium would be able to invest
appropriately in the company's future. As part
of the "Buy well, Eat well" campaign, Delhaize
remodeled and re-opened four next gen
eration stores. The stores, which have been
well-received by customers, offer fruits and
vegetables in bulk, a butcher with an open
counter where customers can request custom
cuts of meat, and more gluten-free and sug
ar-free products. Delhaize Belgium will focus
on increasing the number of customers and
transactions in 2015 in line with its commercial
strategy which is linked to providing our cus
tomers fresh products, a wide assortment, an
easy shopping experience and good value. In
2014, Delhaize in Luxembourg achieved strong
results thanks to an enhanced focus on cus
tomer satisfaction and to well-chosen projects
that emphasize collaboration between local
producers and Delhaize in Luxembourg.
